An ambitious campaign involving groups ranging from the Paralympics to the United Nations is kicking off with a goal of ending discrimination and promoting inclusion of the world’s 1.2 billion people with disabilities.

The effort known as “WeThe15″ — named to honor the estimated 15% of the world’s population living with disabilities — plans to work with governments, businesses and the public to increase disability visibility and acceptance. The launch of the initiative is timed to coincide with the start of the Paralympic Games Tuesday in Tokyo.

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